Connect to new audiences

Nationale Opera en Ballet & Samsung – Night Fall

2016

Challenge

How can Samsung and the Dutch National Ballet work together in order to expand their target audiences?

Insight

Virtual reality can limit the physical distance between the audience and the dancers on stage.

Idea

We decided to play to both parties strengths and create a mix of classical art and modern technology: the world’s first virtual reality ballet movie.

Results

28 % increase in ticket sales during Uitmarkt (annual cultural event)
2100 visitors in two days at the experience centre at the Uitmarkt
Over 473.000 online views 148 world wide media mentions
Bright VR Award: public choice
Cinequest Film & VR festival: best live experience

Responsible

Jip Samhoud

Learn more about the strategy direction of this case, ask Jip Samhoud! mail: j.samhoud@samhoud.com

Marijn Korver

Learn more about the design of this case, ask Marijn Korver! mail: rijn@samhoud.com

Maartje Bünken

Learn more about the production of this case, ask Maartje Bünken! mail: m.brünken@samhoudmedia.com